Company will donate to shelters for Twitter, Facebook reaction from consumers in June

Pedigree will donate more than 100,000 pounds of petfood to shelters across the country as part of its “Every Dog Deserves” campaign.

Chelsea Kane, of "Dancing with the Stars" fame, helped kick off the “Every Dog Deserves” campaign on June 1, by delivering the first 10,000 pounds of petfood donation to the Amanda Foundation in Beverly Hills, California, USA.

In conjunction with the campaign, Pedigree launched a new dry dog food formula based on a concept called 4 Universal Needs. The company says the formula is designed to support the skin and coat, oral care, digestion and immunity needs of all dog breeds, at all stages of life.

Throughout the month of June, Pedigree also wants dog lovers to log in to Facebook and Twitter to tell the company why they think that “Every Dog Deserves” the very best. For each "Like," comment, "@reply", re-tweet and photo upload directed at Pedigree, the company will donate 1 pound of food up to 100,000 pounds total.